A few years ago, Kaiser Permanente, a health foundation and hospital, re-branded itself with the “Thrive” ad campaign, which sought to promote healthy eating, active lifestyles, and a general confidence in their facilities. In one of their ads, a serious young girl stands poolside with her hands on her hips, with the ad reading, “I will not be part of Generation XXL.” Putting aside the thorny issues this poster might raise for some around negative body image (is she taking a break from swimming laps, trying to trim a few pounds?), it does reflect a younger generation much more aware of its habits of consumption—and the consequences of over-consumption. This development is partly a result both of a better-informed public thinking critically about food systems and of schools nationwide taking small but meaningful measures to address the growing epidemic of childhood obesity and early onset type 2 diabetes.
